The most important tips
for online stores

Every day there are more and more online stores. Accordingly, competition in e-commerce is also increasing.

Online shopping is growing so fast that the global online shopping market reached nearly 4 trillion in 2020. That's about 50% of the world's total population.

So don't get your hopes up that consumers will ever go back to offline shopping. Online sales will only flourish and gain momentum.
So how do you direct a customer to a targeted action in your online store? Phone in the header of the profile and accurate feedback - these are common pieces of advice. We'll describe the tricks that not all entrepreneurs know about, which will help you stand out from the rest.

By studying people's behavior and motivation, we can identify a number of techniques that will be applicable to your online stores. Then these tricks will not only look creative, but also turn on customers' instincts, which will benefit your business.

In this case the science of marketing will help us. This does not mean that it's time to sign up for courses and buy up books on psychology.

So, let's take a look at the techniques that will improve your online store.
16web studio has collected universal and relevant tips for online stores of different types, which will help lure customers in such a way that they will not notice it.

1. Scarcity buys up faster

People are used to appreciating more what is scarce and not valuing what is available in abundance.

Water in everyday life does not have much value, because it is also available in the tap. But in the desert, where there are no running water or 24/7 stores, a bottle of water is worth its weight in gold.
Add a "running out" caption to the site in the product card.
You can reinforce the effect with the additional text "10 people are currently viewing the product". Maybe you still have 20 pieces of the product in stock, or maybe it's the last piece - the customer doesn't know that. Such a combination induces fear of loss, making the customer more inclined to make a quick decision.
«The promotion is valid until the end of the week»
The deadline is a powerful incentive to make quick purchases. «The promotion is valid until the end of the week». This technique causes the fear of missing out syndrome. FOMO can manifest itself in a fear of missing out on a useful acquaintance, an interesting new experience, or a lucrative investment. People prefer to avoid a monetary loss than to earn the same amount: it is more pleasant not to lose 50 UAH than to find 50 UAH.
« When ordering before 2 p.m., get the product tomorrow»
For example, you already know which product you need, but the question arises: which site to order from? And then you come across the inscription "If you order before 14:00, the package will come to the post office tomorrow". And in your mind immediately there is a picture of how you pick up the goods from the post office, unpack them, use them... Such a trick often turns potential customers into buyers!

2. Path of least resistance

We live in a world where everyone is in a hurry to get somewhere. So we often choose the least resistance - something that will take us less effort.
We all have our own things to do and responsibilities, and we don't want to waste time on things that are of little importance to us, such as filling out huge registration forms and placing orders.
The "1-click purchase" function falls under this law, which allows you to skip a few steps when ordering an item. For unregistered users the name and phone number will be enough, after which a manager will contact the client to specify delivery and payment. For registered users, the purchase is cut down to a few clicks. After all, the name, phone number and delivery address are already in the database.

3. Simplify navigation of the site

Don't forget that not all users are proficient with PCs and mobile devices. Yes, a web developer can immediately understand what's going on and how it works, but a medical professional, for example, may need more time to figure out where to click to view product features.

Your task is to become more user-friendly for users with different levels of Internet skills. It's important that even a customer with minimal experience with online stores should be able to navigate your site without much effort.
Add cues in the search box and wherever the user has to interact with the site in some way. Autocomplete is also a good example of a "friendly" site. Immediately in the search box, you can add popular offers or cards of the product being searched for for even quicker choices.

Showing the customer what they can enter in the search is another way to stimulate additional purchases. For example, you went to the site in search of a phone charger, and the search bar is already suggesting you look at anti-shock cases. Then you remember that the case is already old, and since you're ordering a charger anyway, you can buy one at the same time.
And remember that a Google search can take a user to any page on your site. Often online store owners pay a lot of attention to the main page, completely forgetting about the rest. Both the catalog and the product card should contain the maximum amount of information. Popular categories and tags should also be added to such sections.

4. Principle of mutual exchange

Because of the principle of mutual exchange, we usually want to return the favor with a favor.

According to the rule of mutual exchange, when you give a person something — even if they didn't ask for it — they will feel indebted to you. Do something for potential customers that you don't have to do. For example, help them make a choice, and they may become loyal customers.

Help can vary from tips on use and care to free samples and visits from the master.

5. Leave your customers a choice

People are used to choosing the average among different offers. So give them the opportunity of this choice - make one or more products with a low price. Why? Let's look at examples.
First example:
McDonald's offers three sizes of fries to choose from: small, medium and large.

Large fries have the same weight capacity as medium fries. Many people already know this and bring it up when choosing at the cash register. "Why would I buy large fries when the medium will be the same capacity but cheaper?" They don't often think of the small one :)
The second example:
Popcorn at the cinema. In movie theaters, there is a similar selection of goods to the French fries: small, medium, and large. But the marketing trick is different here. The medium bucket of popcorn is sold at the regular price (150 UAH), but the prices for the small and large size are specially overstated - 120 UAH and 210 UAH respectively.
As the product is sold at a considerably higher price in the cinemas than in the stores, the customer coming to the bar first of all thinks of the small size of popcorn, but seeing that the medium size costs only 30 UAH more, after a short thinking the customer realizes that the popcorn for 150 UAH is the best option both in size and price. After all, if the small one costs 120, it's more profitable to pay a little extra and get more.
Don't be afraid to offer consumers a choice of products in different price categories. That way you will attract several birds: those who are willing to pay for the premium segment and those who prefer the average price range. Large companies have been using this trick for a long time and offer 3 cost categories, and the middle one is always more popular.

6. The photo of the product should be large and clear.

The potential buyer must clearly understand what he is going to order. No "no image" pictures or "processed photos". Poor-quality photos will help the buyer nothing but close your site faster. For the main picture it's best to have the photo of the product on a white background, so that none of the accompanying things distract from the main product.

For example, let's take one of our projects - an online store that produces underbody protection for cars.
Visually, the last photo seems more appealing. That's why we put such photos as the main one on every product card, wherever possible. And this was reflected in the conversion rate: whereas previously the product was bought 1-2 times a day, after changing the main picture of the product sales increased to 10 per day.

Choose a good angle, even lighting with no glare, and make sure the user will clearly see the product in the catalog.
As a bonus, the site will look more alive and natural!
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7. Show your product visually

Always demonstrate your product so as to achieve the main goal: the product depicted in the picture should cause a desire to interact with it.

To achieve this effect, always try to upload pictures of practical applications: food on a plate with a fork, a ballpoint pen when writing, and cosmetics on the bathroom table.

In short: If you sell linens, upload photos directly on the bed. Furniture — in the apartment or a special photo area. Engine guards — mounted on the car.
Also add a photo showing the main advantages of the product. The potential buyer will definitely look at all the photos and such additional information can be a contributing factor in attracting the purchase.

An online store doesn't have a sales consultant who can talk about all the benefits of a product and encourage the user to make a purchase. His role should be performed by elements on the page that interact with the user.

8. More does not mean better

Every extra step that separates the customer from the purchase creates tension and reduces satisfaction.

On the checkout page remove all additional information, related products, etc., so that nothing distracts from the target action - the purchase. We recommend leaving only the company logo and contact information. A good option would be to break down the payment into several steps, such as: Contacts, Shipping Address, Payment. This way, the customer will know what to expect.

And there's no need to force the user to register to make a purchase.
Registration is a useful feature, but not at the cost of losing a potential sale.

9. Life is a game

If you want to increase the conversion rate - just arrange a simple interactive game right on the site, and the prize for the win may be, for example, discount certificates.

With the right approach, you will succeed in several ways at once: you will increase user loyalty and mood, and in combination with the won discount, it will be a strong incentive to make a purchase. People are very appreciative of their efforts - many people simply can't afford to lose a coupon they've earned through "honest work".

10. Bonus

How often have you opened several tabs of different sites at the same time when searching for some products? To make your sites stand out among this abundance, we recommend implementing this feature, which is already active on our sites:

When you go to a tab with another site, it starts flashing «*Go back to shop! *». Even if there are many tabs and the text is not visible, the asterisk sign continues to flash, which draws extra attention to the site.

Now let's summarize all of the above. Marketing should be soft so as not to discourage desire from performing a targeted action.
And the site is to be useful for the client, to be intuitive and pleasant to read.

According to analysts, by 2040, about 95% of all purchases will be made through e-commerce. Online shopping is a matter of trust. More than 45% of users are more likely to return to a site where they have already purchased something before. Therefore, it is enough to let the consumer trust you once - and he or she will become your loyal customer!

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